任何信息传播者都希望接受者能够按照自己的意图去理解所传递的信息,但事实上这只是一厢情愿的理想状态。英国学者斯图亚特·霍尔曾指出,受众对媒介文化产品的解读一般分为顺从式解读、协商式解读、对抗式解读3种形式。现在,我国的传统媒体面对着越来越多的受众的对抗式解读,清醒地认识其成因,并寻找到应对之策, Anyone who sends messages wants recipients to understand the message as they please, but in fact it is just the ideal of wishful thinking. Stuart Hall, a British scholar, once pointed out that audiences’ interpretation of media and cultural products is generally divided into three forms, that is, comprehension interpretation, negotiation interpretation and counterintelligence interpretation. At present, the traditional media in our country is confronted with the antagonistic interpretation of a growing number of audiences, clearly understanding its causes and finding coping strategies,